| Description |
1 online resource (xiv, 219 pages) : illustrations. |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
Marketing in emerging markets
|
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Marketing in emerging markets.
|
| Note |
Includes index. |
| Contents |
Intro; Contents; Part I: Markets and Marketing at BOP: Where We are and What We Know; Chapter 1: Evolving and Expanding Marketing to Address Challenges and Opportunities in BoP Markets: Looking Back and Forward; Looking Back -- Our Journey into Subsistence Marketplaces; What -- Subsistence Marketplaces; How -- Bottom-Up; Why -- Envisioning Sustainable Marketplaces; Relevant Aspects of Our Journey; Challenges in the BoP; Confluence of Uncertainties; Confluence of Unfamiliarities (of Marketing Managers/ Researchers/Students); Evolving and Expanding Marketing to Address Challenges. |
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Marketing and the Bottom-Up PerspectiveThe Dance Between the Bottom-Up and the Top-Down; Convergence of BoP and Other Markets; Caveats about the Marketing Mindset; Conclusion; References; Appendix: Illustrated Journey into Subsistence Marketplaces; Chapter 2: Making Markets 'Worth the Effort' at the Bottom of the Pyramid; Introduction; Literature; Markets at the BoP; What are Markets and Where Do Markets Come from?; Orders of Worth; Methodology; Sites of Enquiry: The Sundarban Islands; NGO Background: LDLM; Findings; Interventions: Values-Value, Contestations and Enabling Practices. |
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Tricostar: The Magic FungusDiscussion; Contested Spaces and Places; Enabling Practices; Conclusions and Implications; References; Chapter 3: A Qualitative Study on the Survival Strategies of Retailers in BoP Markets; 1. Introduction; 2. Review of Literature; 2.2. Behavioral Considerations; 2.3. Social Considerations; 2.4. Embeddedness Concept Combining Rational, Behavioral, and Social Considerations; 2.5. SRIs in Developing Economies -- Embedded Economic Behavior?; 3. Methodology of Qualitative Study; 3.1. Sampling Method Used to Select Rural Storekeepers; 3.2. Long Interviews with SRIs. |
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3.3. Analysis4. Propositions; 4.1. Social Relations Lead to Trust and Order in Economic Life; 4.2. Trust in Embeddedness May Present Enhanced Opportunity for Malfeasance; 4.3. Supplier Relations for Unhindered Supplies; Diar; 4.5. Word-of-Mouth Credit-Transactions Based on Trust in Close-Knit Community; 4.6. Knowledge and Training from Company/Supplier Salesmen; 4.7. Selective Economic Rationality; 5. Framework and Discussion; 5.1. Managerial Implications; 6. Conclusions; References; Chapter 4: Beyond the BoP: A Look into Alternative Domain; Anti-libertarian Pro-market Perspective. |
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The Cultural PerspectiveCritical Marketing Perspective; Conclusion; References; Part II: Future of Research on BoP Markets; Chapter 5: Designing Solutions for the Low Income Consumer Markets: Four Schools of Thought; 1. Introduction; 2. The Context; 2.1. LICs' Characteristics; 2.2. Environmental Characteristics; 2.2.1. EM Characteristics. The World Trade Organization, the United Nations, and the World Bank classify countries based on diverse criteria (human development index, gross national income per capita, etc.). Country classifications under these diverse cri. |
| Summary |
BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing.
|
|
Marketing. |
|
Branding (Marketing)
|
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Branding (Marketing) |
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Market segmentation.
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Market segmentation. |
| Genre/Form |
Electronic books.
|
| Added Author |
Singh, Ramendra, editor.
|
| Other Form: |
Print version: Bottom of the Pyramid Marketing. Bingley : Emerald Publishing Limited, 2018 1787145565 9781787145566 (OCoLC)1040533178 |
| ISBN |
9781787145559 (electronic book) |
|
1787145557 (electronic book) |
|
9781787149748 (ePub) |
|
1787149749 (ePub) |
|
9781787145566 (print) |
|
1787145565 (print) |
|
